Option 1: Amplify the new, streamline the core
The first path is a hybrid approach. Companies decide what needs to be separate vs. where they can still leverage the core enterprise “as is.” Establishing an organization focused on driving growth of new solutions, with commensurate investment, helps accelerate customer engagement and scale. In parallel, driving efficiencies in the core business helps maintain momentum and release funding sources. This bifurcated approach fits best when specific customer segments demand sophisticated, integrated solutions, while the needs of other proven or established segments are largely met by core legacy offerings.
For example, a major industrial company pursued this dual approach as it expanded from volume-based offerings to more sophisticated, data-centric and service-focused solution. The company changed how it segmented customers and tiered accounts and mapped offerings to match these groups. This led to realignment of the salesforce and prioritization of service levels, achieving significant cost savings in the legacy business and redeploying capital to new high-growth solutions.
Option 2: Incubate, then scale
A second path is to carve out the selected solutions, such as products, services and technology, that can provide the most long-term value, then build the sales motions and methodically tailor go-to-market strategy around this offering subset. If the approach gains significant traction, companies can roll it out more broadly. If the incubated offering disrupts a market and gains accelerated share, a broader business can quickly follow.
For example, a Fortune 500 industrial automation provider evolved from simply manufacturing “widgets” to offering analytics, maintenance management and manufacturing systems to optimize customers’ equipment efficiency and performance. In the early stages, it was necessary to build new capabilities like customer success, sales motions and incentives separately, which helped sustain the business’s growth trajectory. As the company planned for integration, it refined the combined solution portfolio it was selling, upskilled customer-facing personnel, realigned sales compensation and enhanced varied support capabilities, among other changes.
Option 3: Big bang transformation
The third path entails a radical transformation across the organization, quickly integrating offerings and shifting the customer engagement model across segments. Some companies are unable to change incrementally due to cultural inertia, others want to transform their image for investors, and many have ambitions of exponential growth but realize they must “rip off the Band-Aid” to capture the high-paced growth potential.
In one example, an automotive company acquired numerous software and software-as-a-service (SaaS) businesses to help customers purchase and move cars but also to give the company tools to sell, manage, service and maintain vehicles. It needed to quickly pivot this business to gain market traction and stay ahead of competitors. By embarking on a radical transformation, reorganizing around solution families and what to sell to whom, the company gained an early advantage.
Adapt your model rather than fearing failure
Pursuing growth by integrating traditional offerings with new services and digital assets is an increasingly attractive option that requires evolving a company’s commercial model. Some executives never try, afraid of the challenge to both reinvent the business and maintain continuity with core offerings. Of those that do, many companies often fail to adapt and realize the full potential of change.
Lack of focused action leads to missed opportunities and often loss of competitive advantage. However, companies can capture value by transforming the right components of the commercial model at the right time and to the right degree, based on an organization’s ambition, market opportunity and customer base.
Michael Anders, Rudy Colberg, Jared Selsberg and Juhi Gupta contributed to this article.